Absolut Vodka and Tomorrowland Continue Innovative Partnership

Absolut Vodka, the Swedish powerhouse in vodka, continues to be a phenomenal partner of Tomorrowland, the #1 dance/electronic music festival in the world, since they first teamed up in 2017. This wonderful innovative partnership continues to strengthen the bonds between the two international household names in spirits and dance/electronic music alike via the vodka company’s “Born to Mix” campaign, a beautiful campaign that emphasizes on promoting societal change throughout the whole world.

The partnership between Absolut and Tomorrowland goes beyond the festival realm

According to the Absolut Group‘s editorial that celebrates its partnership with Tomorrowland, the Global Senior Brand Manager of Experiences, Annika Skohg, said the collaboration is “more than sponsorship and selling a product. It is about being part of contemporary culture”. Skohg then added, “Tomorrowland is the perfect playing field for our Born to Mix philosophy. It is a powerful channel to engage with consumers by having a direct dialogue with them and getting an immediate response. It allows us to walk the talk.”

This creative philosophy is going to exceed great heights in 2025 as both Absolut Vodka and Tomorrowland are enhancing their partnership beyond the music festival realm. The partnership also expands into various aspects of global culture, awareness of common societal issues, and artistic initiatives. Additionally, the Absolut and Tomorrowland partnership is not just in Belgium, but also in France, Brazil, and the Middle East and beyond as well. Skohg then concluded the summary of the partnership by saying, “We are not just collaborators – we’re trusted colleagues and close friends with shared values. This mutual trust and shared values, which have brought us this far will continue to drive us forward. We can’t wait for what’s next – and 2025 is set to be a big year where we will bring this collaboration to even a higher level.”